Brand Strategy Blog

Imagine a man spitting on the nation’s flag. That sort of desecration is treasonous in many countries. Yet sadly, there are far too many people (in India particularly)who indulge in spitting on the ground. on the ‘real’ nation; and yet this sparks no outrage. What makes the symbol of a nation more sacrosanct than the … Read more

  Urban marketers see rural India as either “Urban with a time lag” or as a poorer cousin who can only afford “smaller sizes and sachets”. There are 3 fundamental differences between Urban and Rural mindsets: FEAST & FAMINE – Agrarian economies are characterized by 2 (sometimes 1.5) harvests in a year. This impacts not … Read more

Alpana Parida to participate in a panel discussion on the new age rural consumer at Rural Conclave 2015 hosted by Rural Marketing Authority of India. With rural India growing at an unprecedented rate, marketers are hopping onto the rural brandwagon to reap results and extend their brand outreach to every nook and cranny of the … Read more

To begin with, Perception management is a term originated by the US military. Another term used for perception management is impression management subtly defined as an attempt to control the perceptions or impressions of others. Targets are likely to use impression management tactics when interacting with perceivers who have power over them. Several impression management … Read more

  In a small classroom, enmeshed in studio lights, a portly man lets out a great guffaw, that you can barely see emerge from his bushy white beard. Venkatesh Chakravarty is holding forth on the cult of personality. A teacher, auteur, academic, film studies scholar, cinema enthusiast and authority on all things contemporary, Dr. Chakravarthy … Read more

A team of students from the Harvard Business School will be working closely with DY Works and Reliance Retail India in January to understand cultural trends and consumer triggers in the Indian context. The experience is part of a required first-year course at Harvard Business School called FIELD, which stands for Field Immersion Experience for … Read more

America has successfully turned each festival into a business opportunity. This Black Friday, retail and online sales crossed USD 1 billion. Total holiday sales in 2012 crossed USD 580 billion. The holiday season of 61 days generates additional 600,000 jobs and accounts for 20-40% of sales across categories. While India sees a significant spurt in … Read more

Meet My Fridge – The Evolution of Refrigerators  Many of the inventions and technological innovations that we take for granted have surreal and coincidental beginnings.  The advent of the internet for instance is closely  tied up with defence planning and organisation for the U.S. Military. Who would have thought really! In our journey of studying the … Read more

“I am from there. I am from here. I am not there and I am not here. I have two names, which meet and part, and I have two languages. I forget which of them I dream in.” – Mahmoud Darwish Nomenclature is a tricky thing. The name lies at the beginning of all deeds and … Read more

The legend goes that if you drink from the Holy Grail, you will gain immortality. Translate that into the SME brand world, where organizations compete with each other to find their place in the mind of the consumer. What could be such a game-changer that would rise above the rest and become a brand that … Read more

Brand Equity, Wednesday, January 9th, 2013 Remember the character of Akira Rai played by the ebullient Anushka Sharma in the 2012 release Jab Tak Hain Jaan? Many of the films viewers conclude she was the brightest spark in an otherwise morose caper. A girl who believed in breaking up over the phone without shedding any … Read more

In today’s ‘Darwin’s world’ of change, there are only two choices: adapt or perish. Rekha Pamani-Gulati, Director – Business Development, DY Works, shares her thoughts on change and adaptation in the world of ‘Darwin’s Packaging’ With marketers and advertisers launching ICBM’s (Intercontinental Ballistic Missiles) at every juncture in our lives  – media, outdoor, internet and so on – … Read more

I had a journalist from Business Standard call me to ask – why do you think they have done this hoarding – in a plaintive voice. She had already asked many marketers, brand strategists and other sundry thinkers; and no one seemed to be able to give her an answer. I confessed to being stupefied myself! What I … Read more

The role of advertising for fast moving consumer categories ends after creating awareness for a product. In today’s cluttered media space where advertisers are constantly fighting for recall and top of mind awareness for their brands, whether the customer decides to buy a product of a certain brand or not, is more often than not … Read more

All businesses want to create or manage their reputation, and online media or “digital marketing” plays an important role in achieving this objective. According to a report by E&Y on social media, top social media platforms used by businesses in India, today, are Facebook, Twitter, Youtube, Linkedin and blogs. However, most B2B brand owners feel … Read more

To begin with, Perception management is a term originated by the US military. Another term used for perception management is impression management subtly defined as an attempt to control the perceptions or impressions of others. Targets are likely to use impression management tactics when interacting with perceivers who have power over them. Several impression management … Read more

When many companies are jostling for attention in a crowded IPO world, where many are equally worthy – how does a name stand out? And how does it begin to ‘own’ all the positives it has  – so that there is an instant ‘buy-in’ without going into detailed financial analysis and promoter history every single … Read more

Charles Darwin wrote in his Evolution of species that genetic mutations allowed species to evolve. Those that evolved differently from their peers to adapt to the special conditions surrounding them won the survival race. Many brands today are fighting a similar survival for market share. Here is a quick look at why and how brands, … Read more

I remember Neelima Sheikh discussing her dilemma of working on a mural at the new Mumbai airport as it was to be physically hard labour. Two days ago, seeing the ‘Sidi Syed ni Jali’ in Ahmedabad; the fine lace like output belies the hard physical labour. Veenu Shah has chosen the very physically demanding art … Read more

Consumer experience is evolving at every moment. With the advent of this evolution, the consumer market has got better in terms of quality, technology and in terms of providing exhilarating consumer experience. As a result, wellness as a category spawned in the process of making “the experience” better for people. Spas and resorts form a … Read more

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